A study on genz’s awareness about green marketing techniques used by FMCG companies in Kanpur district.

Abstract

This study investigates the relationship between gender and consumer perceptions of green
marketing practices within India’s Fast-Moving Consumer Goods (FMCG) sector. With
growing environmental awareness and corporate sustainability initiatives, understanding
gender-based differences in consumer attitudes has become essential for effective marketing
strategies. The research aimed to examine whether gender influences awareness, trust,
willingness to pay, and preferences toward eco-friendly FMCG products. Using a quantitative
research design, primary data were collected from 160 respondents, and the relationship
between gender and various green marketing variables was analysed using chi-square tests
and correlation analysis.
The results revealed statistically significant associations between gender and all nine
variables studied, including awareness of eco-friendly packaging, familiarity with green
marketing concepts, willingness to pay for sustainable products, and trust in brands’
sustainability communication. While all associations were significant (p < 0.05), the
correlation coefficients indicated weak to moderate relationships, suggesting that gender
impacts perceptions but not strongly enough to be the sole determinant of green consumer
behaviour. The findings also highlighted that male respondents exhibited slightly higher
awareness and engagement with sustainability messages compared to females.
This study contributes to the literature by integrating gender perspectives into green
marketing and consumer behaviour research. It also provides practical insights for marketers
to design more inclusive, transparent, and educational sustainability campaigns that resonate
with diverse consumers. Future research may explore additional demographic and
psychographic factors influencing green purchasing decisions.